The most terrifying moment for an email marketer is – High Spam Rate. The whole email campaign goes in vain if your email gets in the junk folder of the recipients. The word “Email Deliverability” in marketing means that the email gets delivered to the inbox and not in the junk folder.

There are certain factors that are responsible for the email deliverability to the recipient inbox. Infact even different email clients have different protocols that are responsible for email deliverability which becomes a bottleneck for email marketers. For example, if one mail gets delivered to an email id of client Outlook then it is not necessary that it will be delivered to another email id of client Gmail.

In this article, I am sharing some proficient tips and practices that can help in Email Deliverability, generally for all email clients.

      1.  Use Good Sender Reputation

Sender Reputation includes your IP Reputation and your Domain Reputation. Sender Reputation is the most important part in your email deliverability since the ISPs first looks for the reputation before delivering your email. If it is low, then all is lost. There is high probability that your email gets into the junk folder and leaves your email campaign unsuccessful.

     2.   Abolish Spammy Words

Your choice of words must not be spammy. By spammy I meant that it must NOT contain words like:

  • Buy Now
  • Sign Up
  • Submit
  • Give
  • Invest
  • Download
  • Support
  • Complete
  • Sponsor    


  3.   Avoid fancy coding and languages

Well, I do agree that colours and graphics are enticing, but, also excess of everything is bad. If you’ll use excess of coding which is in HTML or coding languages then it can provoke ISPs to release your emails in junk folder. ISPs consider such content SPAMMY!
You can see the below image as an example.

    4.   Use Double-Opt In Subscription 

Obviously, if someone has subscribed to your email list then they are much likely to be interested in receiving emails. Then the chances of marking spam or email deletion reduces abruptly. It is best to use double opt-in rather than single opt-in for subscriptions.
   5.  Remove unsubscribed and bounced contacts 

Recipients get annoyed by enormous emails when they are of no use of them which may result in high spam rate and high unsubscription list. Your mail list must always be targeted and it is always better to remove unsubscribed and contacts which gets bounce back.
Regular cleaning of inactive contacts, which have not interacted within the period of 12 months will help to prevent deliverability issues.
    6.   Avoid Spam Traps 

If deliberately or by chance you have mailed to a spam trap or are offended by ISPs for several factors then it will downgrade your sender reputation defectively. This would result in your domain being blocked or email campaign redirects to the spam folder.

    7.  Sending Frequency 

Email provider’s looks after the emails you sent frequently. Spammers do not send too much of emails at first step and not even very few. So it is always better to first “warm up” your domain before sending. To maintain a good reputation, it is necessary to warm up your domain by sending few emails frequently to some contacts for 2-3 weeks.
   8.   Avoid attachments or forms in your email 

It is not advisable to attach forms or any other attachments in your email since ISPs may consider that spam and release your email in junk folder. This certainly degrade your email deliverability in future.
   9.   Worst Offender: Purchasing Lists 

Technically illegal, but many ESPs including Mailchimp, Emma and Constant Contact prohibit sending emails to purchased lists. Unless you want to have a HUGE amount of people annoyed with your company and marking you as spam, avoid this strategy by all cost otherwise it will affect your email deliverability excessively.
   10.   Domain Authentication 

You can already guess why people are so biased on branding. Yes, you are right. It is about the quality everywhere. Be it purchasing a pair of shoes or any other stuff, people prefer good quality. Similarly, it is extremely important to get your domain authenticated. Domain authentication is done by a checklist which includes SPF(Sender Permitted Frameworks), DKIM(DomainKeys Identified Mails) and Cname(Canonical Name). It plays a vital role in increasing your sender reputation and hence email deliverability.


  11.   Try to Send Personalized Emails

​An advanced scheme can be: writing ‘first name’ with ‘last name’ while sending emails through email campaign. This helps in personalization and also ISPs feels that you are sending emails to only those who have given you permission to reach them.

Did you like this article folks?
If any other key point to improve email deliverability crosses your mind, then please do share in comment box below.

You can view my other articles as well for more information on Email Marketing.